Clubhouse's Path to Ubiquity and Monetization: Mallory Lee

ABOUT THIS EPISODE

How’s Clubhouse going to make money?

Given the platform’s growth, it’s a fascinating question.

Of course, Clubhouse has time given it just raised more VC.

But, at some point, Clubhouse will embrace monetization.

Mallory Lee says the possibilities are endless.

She believes the options include:

- Advertising

- Sponsored rooms

- Private rooms for companies looking to connect employees via audio rather than video

Personally, I think podcasting a huge opportunity for Clubhouse.

It's Mark Evans and you're listening tomarketing spark, the podcast that delivers insight, tools and tips from marketers and entrepreneursin the trenches and twenty five minutes or less. In the past month, clubhouse has gone from a low profile social media platform to a redhot entity. Despite being invite only and limited to IOS users, many people are enthusiasticallyexploring the audio platform to learn more about how it works and its potential benefits, and one of those people is Malory Lee, who is has established yourselfas a popular room moderator, which will get into Malory. Welcome to marketingspark. Thanks for having me. So, for the uninitiated, maybe you canprovide us with your take on clubhouse. What is it? How does itwork? Why is it so popular? I think you know there was somescarcity of invite so it made it really popular. Right. People arelike, what is this? And I didn't even know what it was,and when I first signed up I just knew how to be a part ofit, right, and then I really do. Ben and I a kinit to. There's two two parts of it. There's the it seems likea conference right, where you can listen to people speak on a subject ortopic that's interesting to you and maybe you get to pipe in and ask questions, but maybe not because there might be a thousand people in the room.or it's more like a live podcast where you can interact and there's a topicand there might be, you know, twenty thirty people in the room andI've seen him as low as ten people. So you can get firsthand knowledge andinformation from subject experts that you may not have otherwise been able to connectwith. One of the things that I'm curious about is that a lot ofhardcore linkedin users have jumped on clubhouse. So a couple questions to ask you. Have you discovered what the synergies are between the two platform how you canmake one plus one equal three? And the second one would be how dopeople split their time? Because linkedin is a creature that needs a lot oflove and attention, and so does clubhouse. So I when I first Oban,I was on clubhouse a lot more and now I'm more methodical with mytime. I don't just go in rooms to go in rooms, I goin rooms to learn and to share information,...

...and I think with Linkedin I've beenwhat I've been doing is when I'm in a room, whoever's in thatroom, I connect with them immediately on Linkedin. Hey saw you on clubhouse. So I'm able to transition the conversations I'm having on clubhouse into a forumwhere I can control it a little better, because club house or not, youcan't control as much because there's moderators and you can't chat with the otherperson while you're on it right. So it's a little you've got to takethat conversation elsewhere to nurture it. So tell me about your clubhouse backstory.How long have you been on the platform? Who invited you? Was it immediatelyappealing or did have to think about it? I so I I sawchatter on on Linkedin and I had no idea what it was and I messagedmy friend a really and I was like, Hey, what's clubhouse? Can youget me an invite? And she's like I got you. So shegot someone to give me an invite and the first week I like was onit way too much. I mean I like was walking around with my headphonesand ignoring my entire house and I realize that that was too much. Soyou know, I have to be a little of you know a little bitbetter where you put your time and stuff. I've been on it for a fewweeks now and I enjoy it. I enjoy it now that I controlit a little better. Like it's really easy to get sucked in and youknow, have that mentality just don't want to turn it off, but youyou've got to. You've got to be more wise with your time. Ithink you know. Yeah, it's like a shining new toy, especially forpeople who love social media. And if you spend a lot of time onlinkedin and you're seeing the benefits, there's almost this sense of Fomo because peopledon't want to miss out on something. If clubhouse turns about to be amazing, they don't want to be a laggered. One of the things I found is, like you, I spent a lot of time on clubhouse listening torandom conversations, a lot of them about Linkedin, ironically, and yeah,and I was really amazed by the fact that people are so enthusiastic and sorabbit about it. Do you think clubhouse is addictive or you think it's justnew and interesting and people just can't help themselves? I think you know,with the climate of covid everyone having to be on Zoom and look pretty andpresentable. It's nice to easily be able to hop on a platform and notworry about what you're doing right. So...

...that's something that I enjoyed about it. Like I could easily pop it on in my car or I I'm gettingready for work or you know, I don't have to worry about how Ilook and I had still gage with these people that I otherwise would have been. I was doomed the situation to do. You know what I mean. Ithink it's a great tool to use if you're using it correctly, andit's importantant know to it's not just about business, like I'm in a nutritionone that I listen to long time to time. You know, there's otheraspects of it that's beyond just, you know, the business side to sothat's interesting because the more that I explore clubhouse, the more that I realizethere's rooms about everything and anything, and I think what makes clubhouse appealing thesedays is a lot of people are feeling disconnected and lonely and isolated and theyalso they want to connect with people, likeminded people really easily, and clubhouseis a great platform of that and I think one of the things I likeabout clubhouse, if you can get an invite, is that any rooms availableto anyone and for the most part you can raise your hand, get onstage and participate, and I think that's it's almost like they're Democras tizing theplatform. I think that's the really interesting thing about clubhouse. I think ifyou're going to start out and your first learning really just learning etiquette to whenwe first started, there was a bunch of us that would get in aroom and just talk about clubhouse etiquette and just making sure that you're not overspeakingthe moderators and you're asking appropriate questions, you're not rambling on right. Youneed to treat it like a forum where you're asking experts questions versus for havinga conversation to have fun, do you know what I mean? One ofthe things that I'm interested in is just a lot of people are trying tosee the value of clubhouse, both professionally and personally, because it can bea rabbit hole. You can get on clubhouse and an hour or two hourslater you're still listening and still participating. So far you've been on out ashort time what's been the value to you, like, what are you getting ata clubhouse that is going to make it part of your social media portfolio? I think because I've been very like methodical about how I use it andI don't just go on there and not connect with the people that I'm engagingwith, because they're starting to get to...

...know me, especially because I moderaterooms a lot and I host rooms too that are ride the subject matter expert. I always make sure I connect with them on Linkedin so I'm able tobecause someone might be in the room with me and I'll never see them again, right where I maybe had a good conversation with them, where if Ipull that conversation on to Linkedin, I can kind of nursure it. Ithink that's been the most beneficial thing for me and I've met really good peoplethat have become great connections for me and now they're in my professional network,which I think is really helpful. So, if someone's new to clubhouse and they'retrying to be strategic about the content that they consume in the rooms thatthey participated and can you give them some tips, because it is very hardaid to know exactly where to because clubhouse does really have a good scheduling interface. Yet how do you identify the places where you should be or you wantto be and then planted within your schedule? So I would start here. Iwould look when. I wouldn't go into schedule rooms quite yet. Iwould if you probably have a friend on clubhouse, if you're on there rightbecause you have to have an invite. I would look in your APP tosee people that you're following, which rooms they're in, and go into thoserooms, because then you've already got like you know someone that you know,and usually I'll say like, oh, my friend so and so just poppedin the room. If I'm moderating, and I think it'll help you getmore comfortable with the platform and then start popping onto rooms that you don't knowthe person or your it's like a new a new room for you. That'show I got most comfortable with it. So a lot of people start onclubhouse they they're just participants and they don't want to say anything, they don'twant to raise their hand, they're terrified to go on stage. And thenpeople get a little brave or they raise your hands, they get on stageand it's kind of like where I live in Canada. We go to thecottage and you jump in the lake. So it's kind of like being onthe dock of the and the lake right you you know it's going to becold, where you think it's going to be cold and you wait and waitand someone shoves you in and suddenly it's not as cold as you think.And that's what clubhouse feels like. So once you get on stage, it'sgreat. Then you want to host a room, but you've become a verypopular moderator, like I've used you for three of our rooms and it's agreat so how did that happen? And I have no idea. No,I you know, I think when when...

...we we would just host these roomsabout linkedin and we would my friends and I would make each other moderators andbecause you need at least two moderators in case you get kicked out of theroom as the moderator, because the whole room will collapse, right. Sowe started doing it and then I realize it was kind of fun. SoI hosted my own rooms a couple times and then people just started asking meto moderate and it's definitely it was a nothing I've ever done before. Soit was a skill that I kind of had to learn and I'm a politesouthern woman and sometimes I feel like I have to be a little pushy controllinga room, but it's just so we can make sure the flow of theconversation as is done well, and so I it's it was just kind ofinteresting. It happened very organically and I do enjoy it. A couple questions. One is what makes for a good moderator? What are the skills thatyou need? How do you make a room flow and make everybody feel includedand engage and make it open to participate and to if someone asked you tobe a professional moderator, would that be something that you jump into? Sure, that's like I mean I like to talk, so I mean I youknow, I've almost lost my voice by the end of every day. ButI think one of the things that when you're moderating is you're going to havequestions and answers, and so I've noticed rooms go a couple ways. Theyeither are people are very engaged right and ask how to questions, or they'renot. And so if you you'r whoever, you're a subject matter expert, isit's good to give me some questions to ask you. So that way, if it does get a little bit of a lull and the conversation,we're not just him and in hall and try to figure it out and then, as the subject matter expert, having to be able to pipe in andgive some information, also to when you have someone that is asking questions orhelping, like having the conversation with you that is on stage, when maybeit's gone long or someone else is waiting after the question, learning how topipe in politely and move to the next person. I've kind of gotten betterat that and a little trick I've learned is whoever is on, whoever I'mmoderating with, I have them on chat...

...linkedin where I can message them whileI'm on it. So if I need to help, like almost like abackway of saying handy, help here, or hey, say this real quick, it really helps drive that conversation that wait. So what makes for agood room? Some rooms are awesome and you get a lot of value outof them and some they just drone on and on and it seems like thehost I'm more interested in promoting themselves and actually having a conversation. So whenyour experience. What makes for a good room? I think having an actualtopic, with talking points that you're going to discuss and keeping it on thattopic will be a good room. Like you, you have to stick towhat you're speaking about. So I just did a room about creating a Badassculture in your company and I did that. was that someone who is in leadershipand has a consulting company for leadership, and we somehow everyone in our roomwas car dealership people and I guess one one in there and then everyonefollowed him and I'm like crazy, yeah, it's so I like I had tokind of tailor the conversation to them because it was a you know,is all about car dealerships, but we were able to talk about leadership inthat. So it really being able to adapt to is very helpful. Thequestion that I have when it comes to rooms is how do you get peopleto actually come to a room, because there can be rooms where it's cricketsright, no one shows up and you're sitting there going I hope, soI'm one appeers. I'm all the ways it's going to be just me andmy other moderator and some rooms are packed. What are some of the tricks?Is that the number of followers you have? Do You Ping People?Do you invite people off site? How do you do that? So Iwill just screenshot the clubhouse like invite and then just post that. I've seenthat. I believe that helps a lot. But also what I recommend and likehave the moderators do this as well. The entire time I'm on that room, I'm pinging any time like and I don't just do it in thebeginning. I do it like every five minutes, helping people that follow andwhenever I'm in a room, I follow people. So if I'm following them, I can pay them and that's helped a lot. And then what's coolis a lot, like I said, like lot of people will go inrooms where they know people. So I...

...think that's how this one was.This car dealership happened because right weal we had like ten people that worked incar dealerships. Was So interesting. So they just probably saw their friend goin there and, you know, a pained. I've never asked anyone inthe room to pain anyone, but I mean I don't see they're the wrongand doing that. That might be a way to exactly. So here's aloaded question, given that clubhouse is about a year old, that has nineemployees. It just raised another round eventure capital. People figure that it's probablybe valued at a half a billion dollars these days, which is pretty crazyconsidering it has no revenue. Where do you think clubhouse is going? Wherewould clubhouse be a year from now if you and I decided to do anotherpodcast? I think that my thought is that eventually it you'll be able togo in a room and I've heard like maybe they're talking about you might beable to tip the person that's speaking. I think that's might be a monetizedright. Maybe companies of sponsor rooms, so that's how they would be monetighslike. That's where I'm seeing it and and you joked, I mean maybethere are people that are professional monitors. I it's really interesting. It's sofresh and so new. It'll be interesting to see where it goes. Yeah, I mean one of my theories is a clubhouse will turn into some kindof podcast platform where it's interactive, it's engaging, it's not just the twoof US talking. Would be people from the audience as well, and maybeclubhouse will allow people to record rooms and then they can repurpose the content inanother place. That may be somewhere something that they could offer as a paidservice well, and it's an I I can see, like teams using itin companies. is spent like big companies, where they need to be able toeasily conferences people into a room. So maybe they don't want to dovideo, but they need to have like a quick team meeting and there's twentypeople on the you might that. I could see them charting companies to dothat, right. So then you can host your own private room so tohave a quick team meeting across the country, especially with this climate of working fromhome. Right. I think it's going to be fascinating as clubhouse opensup the platform to more people, including...

...android users, apparently that's coming soon, and and clubhouse could be anything and everything, depending on how you wantto use it. Let's switch gears a little bit and talk about you andwhat you do when you're not on clubhouses. So you offer fractional Coeo services.What does that mean? Who Do you work for? How do youdeliver value? Give me the story of Malorili. So I own. Iown a company. I was a CEO of a company when I was alittle younger. I end up buying that company and I sold it and Iwas like what am I love on a daily basis, and it's operations.Like operations are my jam. So I go into companies and I help fixthe operations, create them right their process manuals, help them with their employedculture. We we do like a full review of how their business operates andwe perfect it and I work from my Selfe's really fun. I really enjoyit because I can. I own a business. I know what it feelslike to, you know, pay all your bills and not be able topay yourself. I know those struggles of starting a company and then I knowthe the fruits of your labor and saying hey, I did this really greatthing and I have all these employers that are like loving what they do.So I just want to pass that knowledge on to other business owners and it'sbeen a lot of fun. We've been able to help a lot of companies. So, if your business owner, what are the challenges or the opportunitiesthat you can you can help them with it. Why would they call you? So I always okay, there's two things that I really harp on andone is that disorganization breeds frustration. So if your company's disorganized, you're goingto have frustrated employees. Frustrated employees have turnover. So if I can goin and fix those operations and make sure that it's a well oiled machine,you take the guests work out of their job and it makes a lot easier. And then one of the things I've noticed that, especially in the smallerbusiness market, is there's never like an organizational chart. There's never we're here, we want to get to there, it's always this is where we areright now, and so I'm making in my clients create a five year plan, ten your plan, create positions on a piece of paper that don't exist, so that way when their employees are like looking at this is where theycompany wants to go, they know that...

...if they put in the work andhelp the company grow, that there's a place for them later. So that'ssomething that we I really like focus on as well. So you're based inKnoxville, you do business just a Knocksville or can you work with anybody anywhere? Anybody anywhere? I prefer, and you know, I like for myclients when they need more fractional services where they need me. You know,few hours a week. I like going into their actual operation, but Ican work with any anyone. We also do a full review of their theircompany, and I have a system where you can plug everything in and wecan get a really interesting pulse on where they are with their business, frommarketing to their profit and loss to their culture and it's I throw that inwith all my clients when we do things and it's really helped get a pulseon their their business. This has been great insight into clubhouse and to whatyou do when you're not on clubhouse. So final question. Where can peoplefind you and where you are online, on Linkedin, on clubhouse and anyother places? And so my linkedin is just maloryly, look for the redheadand my clubhouse is Malmllli, first part of my first name, all mylast names, so easy to find you. They're awesome. Well, thanks forthe time, Malory. Really appreciate and looking forward to listening to youon clubhouse participating in some rooms together. Thanks everybody for listening to another episodeof marketing spark. If you enjoyed the conversation, leave reviview and subscribe byItunes or your favorite podcast APP for notes on Today's conversation and information about Malory. Visit Marketing Spark Dark Co blog if you'd like to suggest a guest orlearn more about how I helped BETB SASS companies as a fractional CMO consultant andadvisors and an emailed to mark at marketing spark dotcom. Talk to you nexttime.

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